Track app conversions with the AdWords SDK or a server-to-server connection

On 03/31/2018, Google Analytics for Firebase will replace AdWords SDK as the primary way to track conversions using an SDK. If you’re using AdWords SDK and you need to switch to Firebase, replace the SDK in your app with the Firebase SDK and release the updated version of your app before 03/31/2018.

Use conversion tracking to help you see how effectively your ad clicks lead to app installs and in-app activity.

This article explains how to track installs and in-app actions with a third-party analytics tool or by adding code to your app using the AdWords SDK. To track your conversions by importing them from Firebase, see these instructions instead. For more about mobile app conversion tracking in general, see About mobile app conversion tracking.

Before you begin

Here's what you'll need before you can set up iOS app conversion tracking:

An iOS Display Network only, Mobile app installs, or iOS Universal App campaign: iOS app conversion tracking is available for mobile app install and mobile app engagement campaigns on the Display Network and Universal App campaigns. For other types of Display Network campaigns, you can also see cross-device conversions for conversions that happen between the web and in-app ad clicks or in-app conversions. These conversions will be reported in your Cross-device conversions and All conversions columns.

An iOS app: This is the app for which you want to track downloads or in-app activity.

Ability to set up conversion data: Either you or your app developer will need to be able to edit your app's code or use a 3rd-party analytics tool.

(Advanced) Click Include in “Conversions.” Opting into this setting—selected by default—will include data for this conversion action in your “Conversions” reporting column. If you uncheck this setting, data will still be included in the “All conversions” column.

Data in the “Conversions” column is used by automated bid strategies like Target return on ad spend, Enhanced cost-per-click, or Target CPA. So, if you use an automated bid strategy to optimize for conversions, and you don’t want to include this particular conversion action in your bid strategy, you can uncheck this setting.

Unchecking “Include in ‘Conversions’” will cause cost-per-install bidding to stop working properly. We recommend leaving it checked. Click Done.

Click Name. Enter the name of the in-app conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports. Examples might be "[Name of app] upgrade" or "[Name of app] in-app purchase." Click Done.

(Advanced) Click Include in “Conversions.” Opting into this setting—selected by default—will include data for this conversion action in your “Conversions” reporting column. If you uncheck this setting, data will still be included in the “All conversions” column.

Data in the “Conversions” column is used by automated bid strategies like Target return on ad spend (ROAS), Enhanced cost-per-click (ECPC), or Target CPA. So, if you use an automated bid strategy to optimize for conversions, and you don’t want to include this particular conversion action in your bid strategy, you can uncheck this setting. Otherwise, leave it checked. Click Done.

Click Name. Enter the name of the in-app conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports. Examples might be "[Name of app] upgrade" or "[Name of app] in-app purchase." Click Done.

(Advanced) Click Include in "Conversions." Opting into this setting—selected by default—will include data for this conversion action in your "Conversions" reporting column. If you uncheck this setting, data will still be included in the "All conversions" column.

Data in the “Conversions” column is used by automated bid strategies like Target return on ad spend, Enhanced cost-per-click, or Target CPA. So, if you use an automated bid strategy to optimize for conversions, and you don’t want to include this particular conversion action in your bid strategy, you can uncheck this setting. Otherwise, leave it checked. Click Done.

Review your settings. If you need to make any changes, click Edit conversion settings.

Select one of the two options under "Set up your tracking method."

Put tracking code into the app: Select this option if you want to use our SDK to add conversion tracking code to your app.

Set up a server-to-server conversion feed from an app analytics package to AdWords: Select this option if you use a 3rd-party app analytics server and want to use it to track AdWords in-app conversions.

Select whether to save the code and instructions or email it to your developer.